"My
PhD research has clearly demonstrated the attributes a Chief Executive Officer
(CEO) requires when developing a communication strategy that will help them to manage
their reputation and that of their organisation with investors, analysts and
the media," Dr Alexander said.

"A
CEO is responsible for their organisation's reputation, economic value and
social responsibilities.

"Therefore,
how key external stakeholders such as investors, analysts, and the media
perceive the communication attributes of a CEO can have a very significant
impact on an organisation's reputation and share price, as well as their own
careers.

"CEOs
need to be perceived as being transparent, trustworthy, consistent, credible
and as communicating a vision."

Dr
Alexander said CEOs have many important tasks, such as managing their
organisations' product development, ensuring all employees are satisfied with their
jobs, and maintaining and growing profitability.

"These
are all vital tasks but none of them can succeed unless the CEO themself
understands how their communication is perceived, received and understood by
their key external stakeholders," he said.

"Investors
and analysts can make or break a company, and therefore a CEO, with negative
reports and share 'sell' recommendations.

"Organisational
wealth can be destroyed through a lack of effective communication about values,
vision, mission and results.

"Consistent
negative media reports about a CEO, or the company, can also create disharmony
among a board, or senior management, or the staff. Examples from National
Australia Bank and James Hardie Industries clearly show that a CEO who is not
aware of how to manage their external communication can have a short shelf-life."

Dr Alexander said university Masters of Business Administration
programs need to ensure they have communication elements in their curriculum,
and executive search companies will now have another set of criteria for
assessing the effectiveness of prospective CEOs.

Contact CSU Media to
arrange interviews with Dr Donald Alexander. Dr Alexander graduates at the Faculty
of Arts ceremony at 3pm Thursday 17 December, in the CD Blake Auditorium
(building 1220) on Village Drive at CSU in Bathurst. The
title of his thesis is, 'The Chief Executive Officer as Chief Communication
Officer: Building a communication behavioural attributes framework'.